Formula 1 continues to attract an increasing number of luxury and fashion brands. Alpine has officially announced a new partnership with Gucci, with the Italian fashion house set to become the Enstone team’s title partner from the 2027 season.
The agreement will see the team rebranded as the Gucci Racing Alpine Formula One Team, marking Gucci’s direct entry into the Formula 1 paddock with a central role inside a Grand Prix team.
The move represents one of Alpine’s most significant commercial projects in recent years and further underlines the growing connection between Formula 1 and the luxury industry. According to the official announcement, the collaboration will be part of Gucci Racing, a new platform developed by the Italian brand around the concepts of performance, precision, discipline and excellence.
The deal comes at a positive moment for the French outfit, which is enjoying its strongest start to a season in the Alpine era and is currently firmly involved in the Constructors’ Championship midfield battle.
The partnership also carries major symbolic significance. Gucci will become the first high-fashion luxury house to take on the role of title sponsor in Formula 1. The agreement will include branding initiatives, lifestyle activations, merchandising and race weekend experiences, in a project designed to blend motorsport and luxury on a global scale.
In recent months, several reports had already hinted at discussions between Alpine and Gucci, particularly following the executive reshuffle that saw Luca de Meo — former Renault CEO — move to lead Kering, the group that owns the Italian brand.
Official statements on the Gucci-Alpine Formula 1 partnership
Francesca Bellettini, President and CEO of Gucci, said: “This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to take on the role of Title Partner in Formula 1. This reflects our ambition for the brand and the role we want Gucci to play on this stage.
Formula 1 today represents a unique convergence of performance, culture and global reach, and Alpine Formula One Team is the right partner to bring this vision to life. Gucci Racing is more than simply a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more still to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”
Luca de Meo, CEO of Kering, added: “Formula 1 has evolved far beyond sport, becoming one of the world’s most powerful premium content platforms, reaching more than 1.5 billion people every season and inspiring a rapidly expanding audience that is younger and increasingly female.
As a space for creativity, the pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, create meaningful connections and build long-term brand value and desirability, while also generating measurable and lasting impact.”
François Provost, CEO of Renault Group, commented: “Formula 1 is one of the most dynamic and attractive platforms in global sport. For Renault Group, as a historic Formula 1 manufacturer, it represents a fundamental asset in supporting Alpine’s ambition: increasing brand awareness, attractiveness and influence across global markets, while reaching new audiences and younger generations.
We welcome the opportunity to collaborate with Kering through this initiative and look forward to beginning our partnership with Gucci from 2027.”
Flavio Briatore, Alpine executive advisor, said: “Partnering with a prestigious brand like Gucci in Formula One, as title partner of the Alpine team, is something I am incredibly proud of.
Not only that, but I am also excited by the opportunities this partnership with Gucci gives us and the major achievements we can accomplish together on a global scale. The Enstone team has a history of innovation and has already shown that fashion can arrive first in Formula One.
With our strongest on-track performances and Alpine’s best-ever points tally at the start of a season, this new collaboration with Gucci demonstrates the team’s growing momentum. I would like to thank Luca de Meo and Francesca Bellettini for the trust and commitment they have shown toward the project and for helping bring this partnership to life.”
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